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Segundo Daniel Kahneman, quando o cérebro é forçado a comparar demais, o esforço cognitivo aumenta e a decisão trava. Barry Schwartz chamou isso de Paradoxo da Escolha: liberdade excessiva vira peso psicológico. E, como mostra Richard Thaler, quando o custo mental sobe, o cérebro prefere adiar — não decidir parece mais seguro. Menos opções não limitam. Elas reduzem atrito e permitem ação. Escolher bem não é ter tudo à disposição. É ter o ambiente certo
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